I’ve been thinking about fonts recently. Mainly I’ve been thinking why I love the font used by the restaurant St. JOHN so much. I came to a conclusion after I read this piece, 60 free sans serif fonts to give your designs a modern touch, and came across this opening:
It is universally acknowledged that most contemporary designs require a versatile sans serif font. Sans serif fonts, as you might already know, are the fonts with no projecting lines at the ends. While serif fonts are known to be more traditional, sans serif fonts bring that much needed modernistic touch to the design.
That was it! When I think of modern and new, I think of thin sans serif fonts. And I am tired of modern and new for everything. Sometimes I want substantial, classic, traditional. The font for St. JOHN embodies that. It’s a chunky fat Serif font. The name itself is almost all capital letters. It is very different than the modern in that regard.
While their font is very traditional, in other ways, St. JOHN is very modern. There is a minimalism to the rest of their design, a minimalism of their design and decor is very modern indeed. To see what I mean, visit their web site (or better still, their establishments) and you will see what I mean.
And that’s perhaps what I love best about them: they mix in the best of what is old and traditional with what is new and modern and stride both worlds. It’s no easy feat, and yet they do it so well.